For years, marketers have obsessed over “time spent” as the ultimate currency. But they may have been tracking the wrong screen. According to a new
studyon post-pandemic time use, American households quietly reallocated a valuable inventory: dad’s hours. And no, they didn’t all flow into Peloton or "Call of Duty." They went to… chores.
The report from the American Institute for Boys and Men, a male-focused policy research group, finds a sharp convergence in how men and women spend their time after Covid-19, with the gender gap in paid work shrinking by 29.3% among couples.